Matt Matros

Founder

Founder with 3 exits in B2C now playing two hands in B2B (insurance and commercial janitorial). | I post daily lessons & learnings that are your shortcuts.

Founder with two 8-figure exits plus an ‘acqui-hire’. My lessons & learnings are your shortcut.

Currently acquiring small businesses across America, across industries.

My inspirations are Scott Galloway and Fareed Zakaria and The Economist. 

I aspire to be the “Rick Rubin for entrepreneurs.”

These opinions are purely my own and not of any of the companies I am affiliated with.

Founder and General Partner

NCC is micro private equity providing capital and support to owner/operators in the commercial cleaning & janitorial industry.

Four Loko changed the trajectory of my life. 

Not in the same way it changed the lives of thousands of college fans who had epic,  half-crazed nights of memory loss…

But it was a wild experience of its own. 
A turning point in my life. 
My wakeup call. 

Because I invented Four Loko. 

I helped grow its parent company and generated billions of dollars in sales. I fought government agencies to keep it legal, took dozens of life-altering chances on it, and even got fired while trying to keep it alive.  

But the ups and downs I experienced didn’t start with the idea for a caffeine + alcohol beverage. They started in early childhood. Compounded across my upbringing, my family life, and the businesses I built. Then hit me like a truck as my world fell into chaos.

Today, I’m a father, investor, and CEO of Koia plant-based protein drinks, which hit over $100M in annual retail sales and is available across the nation. 

The ups and downs haven’t stopped—I’ve just realized that they’re a part of life as an entrepreneur and a human being. And I’ve gotten better at rolling with the punches and building businesses that can do the same.

That’s what I talk about in my new book, Blackout Punch: an Entrepreneur’s Journey from Chaos to Clarity.

In this book you’ll learn: 

– How I went from a blue-collar upbringing to competing with some of the largest companies in the world
– Why I started selling drugs as a teenager (and what it taught me about entrepreneurship)
– The unconscious fatal mindsets that held me back as an entrepreneur, and how I overcame them
– The MOST important decision you can make when launching a business (and how I f*cked it up completely)
– How ayahuasca helped me reconnect with myself, repair my marriage, and turn a massive failure into my next successful business
– What you definitely should NOT do when launching a business

I wrote my experiences down in this book in the hopes that they’ll encourage you: whether you’re an entrepreneur, a company leader, a Four Loko fan, a health enthusiast and Koia fan, or just a curious individual wanting to read some crazy guy’s life story…

But my secret wish is that this book will change your life. 

Because I know it changed mine. 

Click the link at the top of my profile ☝️ to preorder Blackout Punch (on sale now).

Christopher Hunter

2016 laid the groundwork.
2026 is about momentum.

Founding, Scaling, and Investing in Pioneering Brands | Author of Blackout Punch: An Entrepreneur’s Journey from Chaos to Clarity I Co-Founder & CEO @Koia I Co-Founder of @Four Loko

2016 vs 2026. A lot can change in ten years.

In 2016, Koia was focused on one clear mission: making plant-based protein more accessible. At the time, that meant bottled protein shakes with 18g of protein, designed to meet consumers where the category was then.

Fast forward to 2026, and the protein landscape looks very different and so do we.

Over the past decade, Koia has evolved alongside how consumers think about protein, expanding from a single format into a full protein portfolio built for different needs, moments, and lifestyles.

Today, that portfolio includes:
 • Ready to drink protein shakes ranging from 18g to 32g of protein
 • Shelf-stable nutrition shakes with 20g of protein
 • Shelf-stable Elite shakes delivering 32g of protein
 • Protein powders and Elite powders up to 32g of protein
 • Kids protein shakes designed for growing families
 • And most recently, our entry into clear protein with Protein Pop, a functional, sparkling protein beverage

Protein Pop represents more than a new product. It reflects how protein consumption has shifted from a single daily moment to something layered throughout the day. Consumers are no longer just “getting their protein” post-workout. They are stacking it across meals, snacks, and in-between moments, and they want formats that feel lighter, more refreshing, and more enjoyable.

Our move into clear protein marks a new chapter for Koia, one that builds on our foundation as a protein brand while expanding into new occasions and behaviors.

From shakes to shelf-stable formats to powders to functional sparkling beverages, our approach remains the same: evolve with the protein landscape, listen to how people live, and innovate accordingly.

2016 laid the groundwork.
2026 is about momentum.

The future is clear. 🫧

Today, we’re excited to introduce Protein Pop—our first step into the clear protein space and a bold evolution of how protein can show up in your day.

Protein Pop delivers a light, refreshing, fizzy take on plant based protein, proving that function doesn’t have to be heavy. Each can packs 10g of protein, 4g of fiber, and just 2g of sugar, all in a format designed for modern routines and changing consumer preferences.

This launch also represents a new approach to how we bring innovation to market, debuting on our DTC channel and for the first time launching a new product through TikTok Shop.

Proud of our team behind this launch and excited to continue expanding how consumers experience Koia.

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Matt Matros

Christopher Hunter

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The Battle

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Christopher Hunter

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Christopher Hunter's LinkedIn Performance

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